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Watch the Journey

A Lindt Truffle or a Hershey’s Kiss?


Which would you pick?

A Lindt Truffle for ¢26…or a Hershey’s Kiss for ¢1?

In the book Predictably Irrational, researchers did this experiment and found 50% of participants went for the Lindt and 50% went for the Kiss.

But then they dropped prices by a further ¢1…

And now 90% of participants wanted the Kiss because it was FREE.

This study changed everything for me.

It’s the reason why I give all the books in my Secrets Trilogy away for free (plus shipping).

And today, I want to tell you the impact it had.

Here’s the test I set up:

  • I sent 100 people to a website with a product worth $197
  • We ran paid ads to a cold audience
  • ​​We tested and tested until we had a consistent 1% conversion rate

And then I did an experiment.

I splintered off one part of the product and offered it for FREE (plus shipping)…

Here’s what happened:

  • We started getting an 8% conversion rate for the free-plus-shipping offer
  • 2 out of 8 people would then buy the $197 product as an upsell
  • ​​I was now making $394 per 100 visitors instead of $197!

The initial landing page was EXACTLY the same.

But now I doubled my money and got 8 new buyers on my list instead of 1.

Pretty neat, huh?


You might be asking: “Russell, why make people pay for shipping?”

This part is super important.

To make this funnel work, I needed to offer a product for free while also making people get their credit card out.

Otherwise, I couldn’t make the upsell work on the next page.

Make sense?

What could you offer for free-plus-shipping?

  • ​A physical product?
  • A book?
  • ​​A t-shirt?
  • A physical tool?
  • ​Or a creative offer that combines a FREE product with a low-ticket offer?

I’m excited to see what you come up with!

Talk soon,

- Russell Brunson


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